From Dairy Daddies to Trash Pandas: How branding creates fan...

From Dairy Daddies to Trash Pandas: How branding creates fans for lower-league baseball teams

nytimes.com

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Thus, as the cable-tv-dominated status quo crumbles, pro sports will develop a new playbook, centered around better telling player stories. Players will also have more opportunity to tell and sell these stories themselves, direct-to-consumer:

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